Food and drink can occupy a surprisingly large part of an event budget and an even larger part of the delegate experience. A well-timed lunch can create an opportunity for networking. Good refreshments can help maintain energy through a conference programme. An evening reception can become one of the most memorable parts of an event. Poor catering can be equally noticeable.
That makes event catering about considerably more than selecting dishes from a menu. Organisers need to consider the audience, event format, dietary requirements, service speed, venue facilities, staffing, sustainability and the way catering fits around the wider programme.
The starting point should therefore be less about what is being served and more about what the catering needs to achieve.
Start with the Event Format
A three-course dinner, exhibition lunch and 15-minute conference coffee break require completely different catering operations.
Before comparing menus, organisers should establish the practical requirements of the event.
Consider the number of attendees, programme timings, available space, networking requirements and how long guests have to eat.
For a conference with a tightly scheduled lunch break, speed of service may be more important than an elaborate menu. At an awards dinner, presentation, service and timing may form an important part of the experience.
At a networking event, bowl food or food stations might allow guests to continue moving and talking.
The catering format should follow the event rather than forcing the programme around the catering.
Understand the Venue’s Catering Model
Venues can operate catering in different ways. Some provide an in-house catering team. Others work with preferred or approved suppliers. Some may allow organisers to bring in external caterers.
This distinction affects more than menu choice.
An established in-house team already understands the venue’s kitchens, service routes, storage, staffing and event spaces. External catering may offer additional flexibility but can introduce questions around access, equipment, setup and supplier approval.
Venues such as Mercedes-Benz World, Roehampton Venues and Silverstone provide event spaces alongside hospitality and catering propositions, allowing organisers to consider the food and venue experience together.
A venue-finding specialist such as AAV – All About Venues can also help organisers compare locations and event requirements across different venue options.
Look Beyond the Price Per Head
Price per head is an obvious comparison point, but it does not always reveal the total catering cost. Buyers should establish what is included.
Depending on the venue or supplier, additional costs might apply for staffing, equipment, linen, crockery, furniture, drinks, service charges or extended event hours.
Ask for a clear breakdown covering the complete requirement.
This makes comparisons between apparently different packages much easier.
A £45-per-head package that includes service, refreshments and equipment may ultimately provide better value than a £35 option requiring several additions.
The important figure is the expected final catering cost, not simply the most visible menu price.
Plan for Dietary Requirements Early
Modern event catering needs to accommodate a broad range of dietary requirements.
These might include vegetarian and vegan preferences alongside requirements connected with allergies, intolerances, religion or medical conditions.
Organisers should establish how dietary information will be collected during registration and how it will reach the venue or catering team.
The Food Standards Agency requires food businesses in the catering sector to provide information about the 14 regulated allergens and manage allergens effectively during food preparation.
For event buyers, useful questions include how special meals are identified, how allergen information is communicated to guests and what procedures reduce cross-contamination risks.
Dietary provision should not feel like an afterthought.
Where possible, guests with particular requirements should receive a meal of comparable quality to everybody else’s.
Think About Service Capacity
A menu may look excellent at a tasting. The more operational question is whether hundreds of guests can receive it within the available time.
For larger events, organisers should ask about:
- Number of service points
- Staffing
- Queue management
- Buffet capacity
- Kitchen capacity
- Replenishment
- Clearing
- Turnaround between sessions
The physical layout matters too.
One beautifully presented buffet serving 600 delegates may create a worse experience than several simpler service stations distributed intelligently around the venue.
Catering Principle
The quality of event catering depends on how well the food is served as much as what is on the plate.
Use Catering to Support the Delegate Journey
Food and drink can help shape the rhythm of an event.
Morning coffee creates an arrival moment.
Refreshment breaks encourage delegates to leave conference rooms and interact with exhibitors.
Lunch creates networking time.
Drinks and canapés can shift a daytime conference towards an evening social event.
Organisers should therefore consider where catering takes place as well as what is served.
If commercial networking is an important objective, refreshments might be positioned within an exhibition area rather than in a separate room.
If the event programme is intensive, sufficient breaks and accessible refreshments can help maintain delegate comfort.
Catering becomes part of event design rather than a standalone supplier requirement.
Match the Catering to the Venue Experience
Distinctive venues create opportunities for catering to reinforce the wider event.
Mercedes-Benz World provides conference and event spaces within its automotive venue at Brooklands, while Silverstone combines event and hospitality facilities with the identity of one of Britain’s best-known motorsport locations.
Mercedes-Benz World – https://www.mercedes-benzworld.co.uk/
Silverstone Circuit – https://www.silverstone.co.uk/
Roehampton Venues provides conference, meeting, dining and event spaces within the University of Roehampton’s south-west London estate.
Roehampton Venues – https://www.roehamptonvenues.co.uk/
The objective is not necessarily to theme every plate around the location. Rather, food, service style and hospitality should feel consistent with the type of experience delegates have been promised.
Consider Sustainability
Catering can contribute substantially to event waste.
Organisers can discuss with venues and caterers how they approach portion planning, packaging, reusable serviceware, plant-based choices and surplus food.
Government guidance places prevention at the top of the food and drink waste hierarchy, ahead of redistribution and recycling.
This makes accurate attendance forecasting particularly important.
Ordering substantially more food than the likely attendance creates unnecessary cost as well as waste.
Event organisers can also ask about seasonal and locally sourced ingredients, plant-based menu options and the use of reusable crockery and cutlery. Public-sector event guidance similarly recommends considering dietary needs, plant-based options, packaging and appropriate quantities when planning catering.
Sustainable catering should still satisfy the fundamental requirement: delegates need enjoyable food in sufficient quantities.
Ask What Happens to Surplus Food
Even careful planning will not eliminate every surplus. Ask the venue or caterer what happens to food that has not been served.
Depending on the food and circumstances, options may include redistribution, alternative use or appropriate food-waste treatment. Government guidance says preventing surplus should be the priority before considering redistribution, animal feed, recycling and other routes.
This is a more useful sustainability conversation than focusing exclusively on whether a particular item of packaging is recyclable.
Get the Numbers Right
Event catering has always faced a difficult forecasting problem.
The number registered does not necessarily equal the number attending.
Historical attendance data can help organisers estimate likely turnout, particularly for recurring events.
Final numbers should also account for:
- Speakers
- Exhibitors
- Crew
- Suppliers
- Venue staff where applicable
- Dietary meals
Discuss deadlines with the venue early.
When must final numbers be confirmed? How much flexibility exists afterwards? What happens if attendance is higher or lower than expected?
These details can have a direct impact on both cost and food waste.
Consider the Complete Venue Requirement
Where venue and catering are procured together, organisers should resist assessing them independently.
A slightly higher catering cost may be offset by better facilities, simpler logistics or reduced external supplier requirements.
Conversely, a venue that appears competitively priced may become less attractive once mandatory catering packages or minimum spends are included.
AAV – All About Venues provides venue-finding support that can help organisers identify locations against wider event requirements rather than evaluating the room alone.
AAV – All About Venues – https://www.allaboutvenues.com/
The best-value decision should consider the complete event requirement.
Questions to Ask Venues and Catering Providers
Event organisers should ask:
- Is catering delivered in-house or through external partners?
- Which service formats are available?
- What is included within the price per head?
- Are there minimum spends or additional staffing charges?
- How are dietary requirements collected and managed?
- How is allergen information communicated?
- What service capacity is available for our delegate numbers?
- How quickly can guests be served within the programme?
- Can catering locations support networking and exhibition objectives?
- What plant-based and sustainable menu options are available?
- How is food waste minimised and managed?
- When must final attendee numbers be confirmed?
- Can the catering proposition be tailored to the event?
Frequently Asked Questions
What should event organisers look for when choosing catering?
Organisers should compare menu quality alongside dietary provision, service capacity, staffing, venue logistics, sustainability, flexibility and total cost.
How should dietary requirements be managed at events?
Requirements should be collected early, communicated securely to the catering team and supported by clear procedures for identifying appropriate meals and providing accurate allergen information.
How can event organisers reduce catering waste?
Better attendance forecasting, appropriate portion planning and discussions with caterers about surplus food can help. Organisers can also consider reusable serviceware, packaging and the balance of menu options.
Is in-house venue catering better than using an external caterer?
Not necessarily. In-house teams bring detailed knowledge of the venue and its facilities, while external caterers may provide particular specialisms or flexibility. The best model depends on the event and venue.
Product Guide
AAV – All About Venues Ltd
Venue-finding specialist helping event organisers identify and source venues for meetings, conferences, corporate events and other requirements.
Website: https://www.allaboutvenues.com/
Mercedes-Benz World
Brooklands-based automotive attraction and event venue providing meeting, conference, hospitality and event spaces alongside food and beverage options.
Website: https://www.mercedes-benzworld.co.uk/
Roehampton Venues
London venue offering meeting, conference, dining and event spaces across the University of Roehampton estate, with catering available for a range of corporate and private events.
Website: https://www.roehamptonvenues.co.uk/
Silverstone Circuit Ltd.
Motorsport venue offering conferences, meetings, hospitality and corporate event spaces alongside catering and wider event experiences.
Website: https://www.silverstone.co.uk/
From Catering Supplier to Delegate Experience
The best event catering decisions are not made by comparing menus in isolation.
They connect the food with the people, venue and programme: audience → format → menu → service → experience
An organiser may need a rapid buffet capable of serving hundreds of conference delegates. Another may require premium hospitality for a smaller client event. A third may prioritise informal food that encourages guests to circulate and network.
The right catering solution is the one that supports the event being delivered.
The Event Organisers Summit connects senior event professionals with carefully selected suppliers through pre-arranged one-to-one meetings, providing an opportunity to explore venues, catering, event production and wider event services.
Related Reading
This is the first article in our October Catering series.
The follow-up will move from selecting the right catering proposition to delivering it effectively: how event organisers can manage dietary requirements, service timings, attendee numbers and food waste once the venue and catering arrangements are in place.
Sources
- Food Standards Agency – Allergen Guidance for Food Businesses – https://www.food.gov.uk/business-guidance/allergen-guidance-for-food-businesses
- GOV.UK – Food and Drink Waste Hierarchy – https://www.gov.uk/government/publications/food-and-drink-waste-hierarchy-deal-with-surplus-and-waste/food-and-drink-waste-hierarchy-deal-with-surplus-and-waste
- GOV.UK – Healthier and More Sustainable Catering – https://www.gov.uk/government/publications/healthier-and-more-sustainable-catering-a-toolkit-for-serving-food-to-adults
Image credit: https://unsplash.com/photos/sushi-on-top-of-plates-V98W_4pCrVA
